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Developed over a number of decades Sportsgirl is one of Australia’s leading fashion brands. The multiple stores act as somewhat of a fashion education class into what is current and now. Forever evolving, Sportsgirl is takes its inspiration for a variety of sources, keeping a steady eye on the developments on and off the catwalk. With 107 stores worldwide the philosophy is to inspire the youth of Australia, through its clothes, accessories and the dynamic store environment which features a variety of visual merchandise.

Beginning the Sportsgirl legacy in 1947, the Bardas would not have predicted the continual success of the brand. Through following fashion trends in Europe, Sportsgirl found a variety of muses and resulted in a market strategy that focused on visual merchandising and advertising. The response was encouraging, and the introduction of “boutique” sections helped to promote other brands that Sportsgirl stocked.

The effective arrangement of the store to encourage separates to be co-ordinated with certain items, encouraged shoppers to purchase multiple items that were styled to be worn together.

In the modern stores we see similar techniques employed to create an environment which is conductive to shopping. The continual research into emerging trends allows the brand to produce affordable, fashionable items which are constantly updated.